SBJ Power Up: Evolv’s Sports Expansion Continues

By David Rumsey

Today we take a look at how Evolv’s frictionless security filtering technology is finding its way into more and more sports venues.


Amazon Payments Technology Heads For First Dallas Adobe Installation Integrating Into MLB Team Apps How should new technologies be measured against fan interest? Louisville Slugger experiments with 3D printing

Acrisure Stadium is the latest sports venue to have Evolv Technology’s AI-based weapons detection security platform installed.

Just two days after announcing its addition to Target Field, Evolv has reached an agreement to screen fans at Steelers home games starting in the 2023 season.

Other sites deploying Evolv technology:

SoFi Stadium in Los Angeles Nissan Stadium in Tennessee Gillette Stadium in Foxboro FirstEnergy Stadium in Cleveland Mercedes-Benz Stadium in Atlanta Bank of America Stadium in Charlotte Columbus, Ohio Field Etihad Stadium in Manchester City

Globe Life Field, home of MLB’s Texas Rangers, is opening two “Express Grill” concession food stands featuring Just Walk Out and Amazon One technology. The frictionless activation will be the first of its kind in the Dallas Metroplex.

Related: SBJ This Week Named Dallas the Best City to Conduct Sports Business in

Just Walk Out technology is ubiquitous at sports venues, with activations at Seattle’s Climate Pledge Arena, T-Mobile Park and Lumen Field, Chicago’s United Center, Boston’s TD Garden and more.

MLB is integrating Adobe Experience Cloud into league-wide team apps to personalize fans’ on-site experience through the upcoming 2023 season and beyond, according to SBJ’s Tom Friend.

Announced this week at Adobe Summit, its digital experience conference, MLB will roll out cloud activations such as Adobe’s real-time customer data platform, which enables all 30 franchises to compile in-depth segmentations. on the consumer while creating targeted offers and notifications.

It’s time “to give brands and sports teams a new take on fandom, and it starts with value that just replaces broadcast metrics,” according to an SBJ op-ed from Kayla Green, who runs a consultancy called One Step Beyond.

Sixty-four percent of Gen Zers “would rather watch highlights than entire games.” And most watch them “on streaming or social sites like Twitch, YouTube and TikTok”.

Fans are also supporting the athletes on their own, engaging in new measures of value through companies like Sorare, and they are showing their support both in the stadium and virtually through platforms such as Twitch.

Green: “Here’s to reinventing the value of fandom in hopes of a more equitable future for all athletes.”

Click here to read the full submission.

MLB Opening Day is less than a week away, and to prepare for the 2023 season, next Wednesday’s episode of SBJ Live will feature a panel discussion with key baseball executives reviewing new technology initiatives.

Joining SBJ Tech Senior Writer Joe Lemire to dive into innovations around improving digital content delivery, venue operations, maximizing sponsorships, more effectively marketing the sport and personalizing the fan experience.

The panel will also examine how suppliers and team operators are adapting to MLB rule changes in 2023.

Sign up for the free session here.

Louisville Slugger is leveraging 3D printing to advance the manufacturing and quality of its aluminum and composite baseball bats, especially a popular new BBCOR product called Atlas. For several years, the concept of the “metaverse” has been front and center for brands looking to connect with younger audiences, writes SBJ’s Hunter Cooke. However, the only successful brands are those that find where people are, not those that try to build their own experiences. Learn more, with thoughts from several SXSW speakers, here. Look out for a special segment from PGA Tour sponsor Aon today during the final round of group matches at the WGC-Dell Technologies Match Play on Golf Channel, where the financial services company has teamed up with NBC to give fans a look at some of the near real-time data determining who advances to the knockout stage.

Get details on all our events >>>

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